Challenge

‍Janie Collins Interiors, a furniture business with 30 years of expertise in the Brisbane design market, was operating under new ownership. The company needed a new website to better showcase their expanding product range and provide clients with a more efficient browsing experience. Following our InsideOut Method, this requirement prompted a comprehensive examination of the brand. Before developing the website, Janie Collins Interiors needed to update their strategy and identity. The rebranding effort faced the challenge of balancing the trust and recognition built over three decades while signalling a fresh direction for the business.

Solution

‍We employed our InsideOut Method, focusing first on developing the brand identity before tackling the website redesign. This approach ensured a cohesive and engaging brand experience across all touch points. Our partnership with the business resulted in:

• Naming: "ebb&flow" was chosen to reflect the transformative power of furniture and design, symbolising the dynamic nature of industry trends and the company's commitment to craftsmanship and personal connections.
• Visual Identity: A refined logo and visual language were crafted to embody the brand's aesthetic and commitment to sustainable Australian design.
• Brand Photography: Collaboration with Rikki Lancaster and Hayley Jenkins of Wholehearted Studio brought the ebb&flow story to life through compelling imagery.
• Copywriting: We articulated the brand's unique perspective on the power of furniture, helping to differentiate it in the market.
• Website Redesign: The new user-friendly website features advanced product search and filtering capabilities, initially showcasing 600 curated pieces and now accommodating over 1000 products.
• Custom Product Pages: These streamline the selection process for architects and designers working with ebb&flow.

Outcome

‍The rebranding positioned ebb&flow as a leader in sustainable furniture design for Queensland's architects and interior designers; complete with a distinct and empowering brand philosophy. The new website, built on this solid brand foundation, has become an essential tool for the business. The redesigned site architecture helps ebb&flow Architectural and Interior Design clients to find furniture from leading Australian designers faster and easier than before.